1. Risk management in sports sponsorship: application to human mortality risk
- Author
-
O'Reilly, Norm and Foster, George
- Subjects
Mountain Hardwear Inc. -- Planning -- Management ,Bicycle racing -- Case studies ,Consumer preferences -- Case studies ,Public sector -- Case studies ,Textile industry -- Case studies -- Planning ,Business risk -- Case studies ,Actors -- Case studies -- Planning ,Altitudes -- Case studies ,Celebrities -- Case studies -- Planning ,Philanthropy -- Case studies ,Marketing research -- Case studies ,Risk assessment -- Case studies ,Explosions -- Case studies ,Oximetry -- Case studies ,Charities -- Case studies ,Athletes -- Case studies -- Planning ,Employees -- Beliefs, opinions and attitudes ,Actresses -- Case studies -- Planning ,Advertising, marketing and public relations ,Business ,Business, international ,Sports, sporting goods and toys industry ,Company business planning ,Company business management ,Management ,Planning ,Case studies - Abstract
Abstract This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. [...]
- Published
- 2008